A new wave of self-service software is allowing our target clients to perform our core operational audits themselves for free. How do we adjust our business strategy on the V/TO® so we do not get squeezed out of the market entirely?

Question

Tyler Smith · Accepted Answer

When technology makes your core deliverable cheap and plentiful, you must never try to compete on price or speed. You will lose that race to the machines. Instead, adjust your strategy to become an indispensable complement to that cheap technology.

Ask yourself what the client actually does with the free audit report. Usually, they lack the expertise, the time, and the accountability to implement the recommended changes. The audit tool is cheap, but the execution of those findings is complex and rare. This is where your business must sit.

Update your target market and marketing strategy on the V/TO® to focus on implementation, change management, and strategic advisory. Let the client use the cheap software to get the raw data, then position your team as the experts who turn that data into real business results. By aligning your business model with the human element of execution, you remain highly valuable and insulated from technological commoditization.